Marketers constantly juggle the risk of over-communicating with customers while striving to maximize engagement. Hightouch, a leading data and AI platform for marketing and personalization, is addressing this challenge with Smart Suppression, a new feature in its AI Decisioning suite.

Traditional suppression rules—like static frequency caps—treat all messages equally, leaving marketers to choose between lost conversions or damaged relationships. Smart Suppression introduces a smarter, data-driven approach.

How Smart Suppression Works

The feature taps into customer data from warehouses, including purchase history, engagement patterns, and behavioral signals, to predict which messages will deliver incremental lift and which could risk unsubscribes or harm brand equity. Marketers can set suppression thresholds through the AI Decisioning interface, giving them direct control while automatically filtering out risky messages.

“Decisioning agents are greedy. They're designed to maximize outcomes, and if you give them permission to send five times a week, they'll send five times a week,” said Rishabh Anand, Product Lead for AI Decisioning at Hightouch. “Smart Suppression ensures they focus that volume on messages that actually drive impact, not just fill quotas.”

Unlike black-box optimization tools, Smart Suppression balances automation with marketer oversight, ensuring that AI-driven campaigns enhance customer relationships without unintentionally driving unsubscribes or damaging sender reputation.

Implications for Lifecycle Marketing

By predicting the impact of each message, Smart Suppression helps marketing teams maximize engagement while protecting brand equity, a critical differentiator in crowded digital channels. As AI-driven personalization becomes the norm, tools like this offer a way to scale outreach intelligently without sacrificing customer trust.

With this launch, Hightouch reinforces its position as a platform that combines data-driven decisioning with marketer control, allowing organizations to send smarter, safer, and more effective communications.

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